Sam Raimi's much-anticipated and heavily-promoted return to horror opened on Friday (with Thursday night screenings in some locations), and despite the massive ad push (this site included), Drag Me To Hell scared up only $16.6M at the box office, coming in third behind Disney/Pixar's Up, and the Ben Stiller comedy Night At The Museum: Battle Of The Smithsonian.
Drag Me To Hell just barely edged out Terminator: Salvation, which came in 4th.
Variety says: That was below outside forecasts but in line with studio expectations, according to U distribution chief Nikki Rocco, who asserted that "Drag Me to Hell" should benefit in coming weeks from its positive reviews. "Drag Me," marking director Sam Raimi's return to his horror roots, drew mostly from the under-25 demo and skewed slightly female.
Chicks dig the horror.
For more, check out our profile on the career of Sam Raimi here, and
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